Public relations is something that everyone has. Public relations fosters the improvement of public...
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Public relations is something that everyone has.
Public relations fosters the improvement of public relationships through specific activities and policies.
Public relations is the cornerstone of a democratic society.
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Every person and organization has a reputation◦Good, bad or neutral ◦People form opinions without even
thinking about how or why
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Public relations techniques can be applied to any social, cultural or political situation. ◦Publics can be big or small ◦The principles are the same◦The scale changes the appropriate
tactics
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The “hacks” Propaganda Truth not essential One-way Sports, theatre, product promotion
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The “pros” Information dissemination Truth is important Reputation Management
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Public Relations as a profession◦Applies generally accepted techniques,
strategies, structures and tactics◦Similar to “law,” “medicine,” etc.
What it yields are desirable public relationships and positive reputations
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Standardized educational preparation ◦ Unique knowledge and skills ◦ Based on a body of theory developed through research
Recognition by the community of a unique and essential service
Autonomy in practice and acceptance of personal responsibility by practitioners
Codes of ethics and standards of performance enforced by a self-governing association of colleagues
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Self-policing protects the profession◦ Defines PR practitioners as a group ◦ Protects the professional franchise
Serves our clients ◦ Maintains public trust ◦ Provides basis and support for professional
privilege.
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Professional ethics ◦ Doing the right thing
Imperative of trust ◦ Placing your client’s interests above your own
Professional privileges ◦ Access to information, strategy, financials, etc.
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Formal codes of ethics and professional conduct. ◦ Guide professional practice◦ Provide the basis for enforcement and sanctions.
Professional conduct◦ Generally accepted virtuous motives ◦ Monitored and assessed against established codes of
conduct◦ Enforced through concrete interpretation for those who
deviate from accepted standards of performance
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Gains advantages for and promotes special interests, sometimes at the cost of the public well-being.
Clutters already choked channels of communication with pseudoevents and phony phrases that confuse rather than clarify.
Corrodes our channels of communication with cynicism and credibility gaps.
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Adversarial in nature, but… Mutually dependent and mutually
beneficial.
Reporters and editors play a crucial gatekeeping role in all media. ◦ Practitioners must earn and keep the respect of
journalists in the news media.
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Some basic rules: ◦ Shoot squarely -- Honesty is the best policy. ◦ Give service by respecting media deadlines and
by being available to the media. ◦ Don’t beg or carp, especially by asking for special
treatment. (Hint: You won’t get any.) ◦ Don’t ask media to kill a story. ◦ Don’t flood the media with information with no
news value.
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